- A main goal to keep in mind when you're thinking…about concepts for a logo,…I think the first is to understand that your logo…really won't have much meaning…just coming off of your computer.…Logos acquire meaning over time…as they get associated with a product…or an idea or a service.…People begin filling your logo with meaning.…If your logo represents a company they like,…or a service they like,…they'll begin giving it good associations.…

And vice versa, if something they don't like,…they're not gonna like your logo either.…I think the second thing is to understand…that your logo is not an explainer.…A lot of people are trying to make a logo…that says everything there is to say about a company,…or really looks like the company it's representing.…But that's entirely unnecessary.…A logo is simply a mark that's an identifier.…It's not an explainer.…If you look at the Nike Swoosh,…it doesn't say anything about Nike, it's just a little mark.…

Every time you see that mark though…you associate it with Nike.…Good logos are very much like that,…

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Released

8/29/2016

Get insights, advice, and inspiration from a master designer. John McWade offers advice on general but key topics for new designers just starting out: choosing the right typeface, finding inspiration, setting up a color palette, keeping your work fresh, knowing when a design is not working, and more. We also get a peek into how he got his start, which is an interesting look at the birth of desktop publishing.